Hubbards ’Amazing’ Muesli by Hunter

Some details

After a long stint as a tired number three with zero brand presence, Hubbards, the original L',enfant terrible of New Zealand cereal wanted to regain the number one spot. With a severe identity crisis and poor public engagement, nothing short of a top-to-bottom Reboot was needed.

Working closely with senior management, we quickly realised the Hubbards’ brand wasn’t broken, it just needed its mojo back. Flipping

… things on its head, we immediately stopped them acting like a big company and started to behave like a start up. This meant we could effectively become a brand that spoke and listened to people on a personal level, starting with a simple ‘hello’. 

Developing the friendly personality and tone-of-voice, we then positioned the brand around the strategic yet philanthropic statement ‘Make good food. Then make a difference’. Next, we aligned the personality across all brand touch points culminating in a launch campaign for the new ‘Amazing Muesli’ range.